Traditional banks are now under a very real threat from super-niched non-banking players, who are slowly eating into their profitable lines of business. These businesses are chipping away at banks by taking control of their customer relationships, argues Rajashekara V Maiya, head of product strategy at Infosys Finacle. An example is the cab company, Ola cabs, he adds. And this is one of the reasons behind the transformations banks are going through today driven by digital technologies.